A framework introduced by SiriusDecisions in 2006 that shaped B2B marketing and sales for nearly two decades. It created artificial stages like Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) that fight against actual human buying behavior, leading to mounting complexity, tool fragmentation, and operational friction.
Legacy Framework
Demand Waterfall
The legacy B2B framework from 2006 that created artificial lead stages fighting against natural buying behavior.
Glossary Term
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